When consumers spend their money at a certain, hand-picked business, they’re essentially voting for not only the product or service they purchase but for the values that the business represents. They’re voting for the brand as a whole.

As with the rise of any new generation, values shift. In recent years, younger consumers have been voting for more transparent corporate practices, more premium experiences, and more sustainable products that will last longer.

In response, brands have had to change their marketing narratives to be more inclusive, and some have even gone full gamut and redefined their entire brand in order to re-enter their existing marketplace to meet the new standards that customers expect businesses to meet.

For example, David Jones has partnered with circular fashion giant Blue Spinach in order to bring pre-loved luxury goods with designer labels to the fast-fashion-loathing younger generation.

Businesses tend to go where the money is, and many well-known brands have answered the call for greener, more experiential offers and immersive opportunities ‒ and whole business personalities ‒ by repositioning their logos, their copy, their supply chain, their business practices, and much more.


It’s important to understand that a business’s brand encompasses more than just the chosen images and colour palette. In fact, a business’s brand is built on the core values that the entity commits to, which are then reflected in everything from team diversity to font choices to packaging to whether or not an email is signed off with the classic “Kind regards” or a more Gen-Z-esque “Bless up, Human”.

Great branding is what sets you apart from your competitors and will help you establish a strong, loyal customer base. A clear business personality will help you craft a message that resonates with your target audience and creates a strong emotional connection.

It’s important to remember that branding is an ongoing process. It’s not something that can be accomplished overnight, and it requires consistent effort and attention to maintain. Even if you choose not to completely redefine your brand (or rebrand as many businesses have done recently) in order to appeal to new needs, you will always be tweaking and priming it.


In today’s competitive landscape, consumers are looking for high-quality products or services and for brands that share their values. They are willing to pay a premium for an exceptional and deeply immersive customer experience. As a result, many brands have found themselves in the position of having to rebrand.

When a brand decides to re-enter its existing marketplace, they are essentially repositioning themselves as a new entrant. This approach has proven to be effective as the increase in revenue often outweighs the upfront costs and effort involved in the rebrand itself. A brand strategy should also be in place to ensure your existing audience knows what’s happening in your business.

For example, Dunkin’ Donuts rebranded and became “Dunkin’” only a few short years ago to modernise and give the customer the feeling that they were on a first-name basis with the well-known brand. This speaks to many consumers’ desire for more informality between businesses and customers.

And then, of course, Facebook rebranded to become Meta in 2021 to show the shift of the massive behemoth’s focus toward new goals. Shareholders and users alike could more easily understand and get behind the company’s focus on the Metaverse thanks to the rebrand.

By rebranding and presenting themselves as a new entrant, brands can differentiate themselves from their competitors, attract a new audience, and create recognisable distinctions among consumers. This is all achieved through the power of a well-executed rebrand.

If you’re interested in full-scale rebranding or repositioning your brand so your established business can better cater to the new business landscape, our team at Brand For Brands is ready and waiting. We’ll begin by building out a comprehensive strategy alongside your team before moving on to recreate your brand’s visual identity and digital platforms.

Let’s do this. Get in touch today and make the choice to breathe fresh life into your company.

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